B2B Marketing

We spend a lot of time on B2B Nation discussing how marketing continues to evolve. In this episode, we’re turning our focus to public relations, or to put it in marketing terms, earned media as opposed to paid media. Not only is public relations changing alongside marketing, but the two seem to be converging. The…

Integrated marketing agencies have been a part of the B2B landscape for years.  And as the marketing landscape shifts, first from print to digital, and now into a data-driven and analytical mindset, it got us wondering: “Where do agencies fit in this new B2B reality?” To get some answers, we turned to Keith Booton, founder…

Small and medium-sized business (SMB) is something of a catch-all term these days. It includes one-employee startups all the way to companies with up to 1,000 employees and everything in between. They’re found in every industry, and encompass both product and service-based businesses. Because of this, marketing to SMBs can be extremely difficult. Notwithstanding these…

It seems like our voices are being recorded all the time, by phones, collaboration tools, smart speakers and more. The “voice of the customer” (VoC) isn’t a new idea for marketing and customer success professionals, but better technology is changing the game. It’s now easier for marketers to search for and share the important parts…

Regular listeners to B2B Nation, the TechnologyAdvice podcast for B2B marketers by B2B marketers, know there’s one question we ask almost everyone who appears on the show. What’s the one tool or application you cannot work without? The answers to this question are far more varied than we expected, with many marketers choosing productivity and…

In this episode of B2B Nation, we take a look at the B2B marketing playbook as it existed before the COVID-19 pandemic and ask the question, “Is it time to re-think any of this moving forward?” Our search for a guest who could help us answer that question led us to none other than Gaetano…

In this episode of B2B Nation, we talk to Kristjan Mar Hauksson, digital marketer and SEO and B2B inbound marketing expert, and the co-author of Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results. Today’s B2B marketers put a lot of emphasis on being found by prospects using organic search. But they can’t stop…

Apple announced on Monday that it will release new privacy features within iOS 15 that would reduce the ability for marketing teams to track the efficacy of their campaigns. In addition to stripping cookies from emails within its Mail app on Mac OS Monterey and iOS 15, the company will also hide IP address tracking…

In this episode of B2B Nation, we talk to Todd Grossman, CEO of Talkwalker Americas, about how brands can effectively track the conversations that matter to them on social media. This space used to be called social media analytics, then it was called social media listening. Today, it’s often described as “conversational intelligence,” and it…

In this episode of B2B Nation, we talk to Lindsay Tjepkema, CEO and co-founder of Casted, about using podcasts as part of your content marketing strategy. Podcasts are hardly a new form of content. They’ve been around since the iPod. They weathered the pandemic, which altered listening and media consumption habits. And now they’re thriving.…

In this episode of B2B Nation, we talk with Eli Schwartz, a growth advisor, SEO expert and author of the best-selling book Product-Led SEO, about his approach to search engine optimization and digital marketing. The concept of product-led SEO is a significant departure from a lot of the books and advice focused on organic marketing.…

In our previous article on display advertising, we explored how to plan and execute your first B2B display advertising campaign. In this article, we’re going to examine how you can measure the campaign’s effectiveness to see if it is meeting your goals. If you established your campaign objectives while planning your campaign and identified your…

White label refers to goods or services that are produced by one company, then purchased by another company to rebrand and sell as their own. Though you may be wary at first, you’re likely already familiar with the practice. For example, most supermarket “store brand” goods are created by companies that mass produce items and…

Demand generation receives a lot of attention in B2B because online marketing makes it much easier to execute on lead gen campaigns than it was in the pre-Internet world. Print publications could not deliver the instant response capabilities that make these programs so valuable to marketers today. But even the online demand generation market took…

On this episode of B2B Nation, we talk to Tracey Fudge, founder of The Thrive Agency, about the level of noise in B2B marketing and whether all of the information being created and data coming back to marketers is generating significant value. B2B Nation · Cutting Through the Noise in B2B Marketing Tracey’s background is…